社交媒体与机构身份建构：香港高校话语的社会符号学分析

doi:10.12002/j.bisu.486

摘要/Abstract

摘要：

在教育的市场化进程中，世界各个国家和地区的大学都面临着激烈的竞争和巨大的挑战，香港也不例外。为了进一步提升国际竞争力，香港高校采取了各种宣传策略，尤其重视社交媒体等新媒体平台的作用。本文采用视觉语法分析框架，以香港8所公立大学发布在社交媒体平台上的356张图片为研究对象，考察了社交媒体中香港高校话语的身份建构问题。研究结果表明，香港高校在社交媒体中通过视觉图像建构了以生为本、研究型、创新型、国际化、社会导向型的高等教育机构身份，反映了香港高等教育市场化和香港社会所特有的文化杂糅性特征。

关键词: 社交媒体; 高校话语; 身份建构; 视觉语法; 教育市场化; 多模态话语分析

Abstract:

Market forces have increasingly influenced higher education throughout the world over the past decades. In this global context, universities are confronted with considerable challenges and intense competition, with Hong Kong being no exception. In order to promote their image and enhance their competitiveness, universities in Hong Kong have adopted various branding strategies, particularly on social media platforms. The present study conducts a social semiotic analysis of the identity construction of Hong Kong universities on social media within the framework of Kress and van Leeuwen’s (2006) visual grammar. The data of this study consist of 356 visual images collected from official accounts of eight universities in Hong Kong. The findings show that universities in Hong Kong tend to construct their identities as student-centered, research-oriented, innovative, internationalized, and society-oriented institutions on social media, which reflects the process of educational marketization and cultural hybridity in Hong Kong society and culture.

Keywords: social media; university discourse; identity construction; visual grammar; marketization; multimodal discourse analysis

中图分类号:

H05/H3

李恩耀. 社交媒体与机构身份建构：香港高校话语的社会符号学分析[J]. 北京第二外国语学院学报, 2023, 45(6): 36-52.

Li Enyao. Social Media and Institutional Identity Construction: A Social Semiotic Analysis of University Discourse in Hong Kong[J]. Journal of Beijing International Studies University, 2023, 45(6): 36-52.

图/表 20

参考文献 34

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再现意义		频次	百分比
参与者	人类参与者	289	81.18%
参与者	非人类参与者	179	50.28%
过程	动作过程	218	61.24%
	反应过程	261	73.31%
	分类过程	197	55.34%
	分析过程	56	15.73%
	象征过程	180	50.56%
环境	背景	292	82.02%
环境	手段	219	61.52%

再现意义		频次	百分比
参与者	人类参与者	289	81.18%
参与者	非人类参与者	179	50.28%
过程	动作过程	218	61.24%
	反应过程	261	73.31%
	分类过程	197	55.34%
	分析过程	56	15.73%
	象征过程	180	50.56%
环境	背景	292	82.02%
环境	手段	219	61.52%

人类参与者		频次	百分比
群体规模	个体参与者	77	21.63%
群体规模	群体参与者	212	59.55%
身份职业	大学生	145	40.73%
	大学教授	119	33.43%
	大学行政人员	98	27.53%
	政府官员	25	7.02%
	名人	56	15.73%
	公众	39	10.96%

人类参与者		频次	百分比
群体规模	个体参与者	77	21.63%
群体规模	群体参与者	212	59.55%
身份职业	大学生	145	40.73%
	大学教授	119	33.43%
	大学行政人员	98	27.53%
	政府官员	25	7.02%
	名人	56	15.73%
	公众	39	10.96%

互动意义		频次	百分比
接触	生命体的有眼神接触	93	26.12%
	生命体的无眼神接触	196	55.06%
	无生命物体	67	18.82%
社会距离	近距离	130	36.52%
	中距离	155	43.54%
	远距离	71	19.94%
态度	观众权力	71	19.94%
	平等权力	257	72.19%
	图像权力	28	7.87%